Ixpand | SanDisk/Western Digital

In 2019, the VP of Product Marketing selected our team to reposition the iXpand product line with a more premium presentation. The challenge was to create a design language that felt distinct within the SanDisk portfolio while remaining familiar to existing customers.

As Creative Director, I led the redesign from initial briefing through executive approval, guiding photography direction, visual exploration, and final production. The result was a cohesive product presentation that elevated the brand and reduced production costs by approximately $150,000.

Role: Creative Director / Project Manager / Senior Designer
Focus: Product branding, packaging systems, and integrated marketing for mobile storage solutions
Scope: Led the redesign of the iXpand product line across packaging, photography, and digital communications, establishing a design language that aligned with — yet remained distinct from — the parent SanDisk brand
Environment: Consumer technology product line requiring clear differentiation within an established global brand portfolio
Timeline: 12 weeks from kickoff to final executive approval

Briefing and Alignment

Following the initial discussion with the VP of Product Marketing, I developed a detailed creative brief to align the team around the redesign objectives. The presentation defined the target demographic — younger consumers with higher disposable income — and established the direction for the new design system.

The brief outlined distinct visual approaches for key art, lifestyle photography, and product-only photography, along with example applications across out-of-home advertising, in-store displays, print materials, and web banners. This document served as the foundation for creative exploration and ensured consistency across all touchpoints throughout the redesign process.

Photography & Style Direction

The iXpand imagery needed to feel clearly distinct from the core SanDisk brand while establishing a consistent visual language for the redesigned product line. I explored multiple lighting treatments, overlays, and post-production techniques in Lightroom to define a standardized execution.

This approach became the baseline for all iXpand visuals across packaging, retail, and digital communications.

Key Art Exploration

The stylized X in the iXpand logo presented an opportunity to create a distinctive visual device that would clearly separate the product line from the core SanDisk brand language. I developed and presented five creative directions to the team, each exploring different ways to use the X as a central graphic element.

One direction focused on isolating the subject from the background to create a dynamic, three-dimensional effect that contrasted sharply with SanDisk’s more traditional photographic style. This approach reinforced the goal of positioning iXpand as a visually distinct and more energetic product line. Elements from this direction ultimately informed the final key art system used across packaging, retail, and digital communications.

Stand-alone Product

The product photography needed to reinforce iXpand’s distinct identity while remaining consistent with the broader design system. I established a unique visual approach for individual product shots that emphasized clarity, energy, and separation from the core SanDisk presentation style.

This approach ensured each product could stand on its own in retail and digital environments while still feeling part of a cohesive brand family.

Executive Review

To streamline the decision-making process, I directed the team to develop realistic applications of the proposed design system, including retail posters, web banners, and print advertising. Presenting the work in real-world contexts allowed stakeholders to evaluate the visual direction quickly and confidently.

For clarity, the examples shown here focus on the retail headers used during the executive review.

Final designs

The final designs for out-of-home, in-store, print, and web banner applications were fully approved in January 2020, with a planned market release in June 2020. The VP of Product Marketing selected my design direction for final execution across all channels.

In March 2020, new leadership adjusted the product strategy, choosing to integrate iXpand into the broader SanDisk design system rather than position it as a standalone premium brand.

The approved design system demonstrated a clear path for elevating the iXpand product line while maintaining flexibility for future brand direction.